There are generally three ingredients to building a successful mobile database for a small business. We call them the three c’s: cadence, content and commitment. In the next few blog posts, we’ll examine each as it relates to building a successful mobile campaign.
Third up:
Commitment:
Lastly, as with anything done well, a successful mobile club requires commitment. Too often individuals expect a service like mobile marketing to perform miracles all on its own. Mobile, used in a box by itself, will do nothing to enhance a brand or sell more products. It will fall flat, producing results that are below expectations and will waste precious marketing dollars. Because it is a permission based service, customers should be made aware of its existence and given reason to participate.
Mobile works best when combined with existing marketing efforts, promoted in store, and integrated into other marketing activities. In short, it requires changing mind sets to think through how mobile can be used to augment and enhance the activity a business is already engaged in. It requires content of value, and a dedication to consistently sending out messages according to the cadence expectation previously set.
As such, half-hearted mobile efforts will yield half-hearted results. However, well thought out and executed programs will drive participation and results rapidly. Take the example of IKEA Tampa, a newly opened store. During their launch campaign, they included a call to action for mobile on all of their transit and other print communications. Their content centered around a scavenger hunt through the current catalog, and offered gift cards as prizes. For their launch period, they signed up 1,000 people into the mobile club on a daily basis. Once an initial base of awareness was built using traditional media, IKEA Tampa used the viral power of SMS to increase momentum.
In conclusion
We’ve now looked at how Cadence, Content and Commitment all affect the success of a mobile club or database. The mobile database that a business builds is different than traditional marketing activities. The business owns the relationship with the consumer, rather than renting it (as in the case with television, radio, broadcast or other forms of traditional media). As such, overall and long-term marketing costs for mobile will be far less than traditional media outlets and yield higher ROI’s. The initial effort that is expended in advertising the mobile club to drive membership will yield substantial results as you continue to market to this captive audience with very little incremental expense.
By defining a strategy that addresses the three c’s – a small business will ensure that a small investment in mobile marketing will return a significant and positive ROI.
